Massive's In-Game Advertising On Par With Other Forms of Digital Marketing
Through its wholly owned subsidiary, Massive, Microsoft is offering customers the option to advertise their brands and products in a new territory, video games. Furthermore, the Redmond company indicates that in-game advertising is on par with alternative forms of digital marketing when it comes down to effectiveness. This is the conclusion of a test performed by Massive and comScore designed to showcase campaign results for Bing, the software giant’s search/decision engine.
comScore used a digital advertising measurement methodology tailored to console in-game advertising to measure the effectiveness of the Bing campaign in a number of Xbox 360 video games, such as Activision’s “DJHero” and 2K Sports’ “NBA 2K10.” Dubbed AdEffx Action Lift for Gaming, the methodology was developed in collaboration with Massive, Microsoft underlined.
“We’ve always known that Massive’s broad in-game network is a powerful force in helping brands successfully engage with the hard-to-reach gaming audience,” JJ Richards, general manager at Massive, noted. “Now, we can precisely measure gamers’ response after seeing those in-game ads, in the same way marketers like to measure their other media. These apples-to-apples results validate just how good in-game ads are compared to more traditional media.”
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